牛奶输给麦当劳
It is not only your direct competitors that you have to worry about. A few years ago the milk producers could not explain why consumption was decreasing. After examining their obvious competitors (for example, water, fruit juice and soft drink) they came to an amazing insight: the real competition was McDonald’s. In the past ten years McDonald’s has successfully changed the breakfast habits of thousands of people. What is the one thing that you do not eat at McDonald’s? Breakfast cereal. No breakfast cereals — no milk. The milk producers simply had to think more innovatively about their competition.
—— Ken Hudson 《Generating Innovative Ideas: Building A Front-End Ideas System》
上段文字大概是讲牛奶商最大的竞争者是麦当劳，因为麦当劳不卖谷类食品。谷类食品通常都是配搭牛奶的，当谷类食品的食用量减少，那牛奶的食用量自然也会减少，真的是唇亡齿寒。
话说之前看到很多人都去考International English Language Testing System (IELTS)，自己也去报名考考看自己的程度在哪里，今天收到成绩，只有7.5。没想到竟然败在writing这个部分，只有6.5分，英文程度真的有待改善。
